Research from Posterscope on Gen Z shows that although they grew up in the digital age, this audience increasingly drawn to real-world goods and face-to-face interactions. By offering immersive experiences, interactive elements, and real-time promotions, OOH campaigns can drive this audience towards physical stores and encourage local shopping.
In any ad, certain elements capture the viewer’s attention more than others. Understanding this dynamic is critical in determining what part of an ad will grab the viewer’s attention and keep it engaged. Our attention prediction model, PREVIEW, helps refine OOH creative to maximise effectiveness.
Integration with Digital Media
OOH and digital media, particularly mobile digital media, are highly complementary. Most digital media is now consumed via mobile, and this tends to be in an OOH environment. We have discussed how OOH can bridge the physical/virtual worlds, but Posterscope’s Gen Z research also indicates that younger audiences are actively seeking ways to reduce their digital consumption. Over 50% of Gen Z individuals are actively exploring avenues to limit screen time, opting for activities such as reading books or spending time outdoors. As shopping habits show younger audiences are demonstrably seeking physical experiences and embracing local shopping, it’s therefore logical to surmise that OOH advertising, complemented by ever-present digital (especially social) media could and is becoming an increasingly effective strategy to connect with this sought after demographic.
Sophisticated Mass Marketing
We know multi-format campaigns work hardest and we also know that getting the right location for OOH advertising and targeting the right audience can be one of the biggest challenges. For the reasons outlined above, we can do both jobs better than ever, reaching the masses and targeting specific locations, ensuring clients reach their audience at the right time. It is this sophisticated OOH planning, combined with the mediums high impact canvas that will ultimately deliver on OOH’s greatest asset in 2024 – human attention.
Great Brands and Great People
It is clear that Ireland is rich with great brands and there is a deep pool of marketing talent that guides them. If attention is the new currency of advertising effectiveness, and we know that people move a lot, how do you get their attention when they don’t sit still? At PML Group we understand how people move. Where they are, when they are there and what they’re doing. We are experts at connecting brands with people in the physical world. We know the right time, place, and context to capture people’s attention and we are fortunate to have partnered with brave clients to create award winning work that builds brands and drives performance that creates business growth.
As we look to the year ahead, our question to those brands is simply this – Are you getting enough attention?
Be more now.